Austria’s most beau­ti­ful playground

This is where Michael Schu­mach­er raised his world champion’s fist in the air from the cock­pit of his Fer­rari. With his home vic­to­ry, Niki Lau­da became an Aus­tri­an rac­ing leg­end. And even the likes of Ayr­ton Sen­na, Alain Prost or Mika Häkki­nen steered their rac­ers through this hilly land­scape. A lit­tle town in Upper Styr­ia that does not only make Aus­tri­an hearts beat faster. How­ev­er: from 2003, when the For­mu­la 1 engines sud­den­ly stopped, noth­ing raced here for a while. Until the moment when Pro­jekt Spiel­berg rolled out of the pit lane. Its objec­tive was to not only revive the famous race track but the entire region.

Year

2012

Client

Projekt Spielberg

Project Type

Digital Strategy, E-Commerce

Play­ful­ly reach­ing the hearts — and achiev­ing success

The idea behind the web­site fol­lowed the imple­men­ta­tion of this strat­e­gy through­out all chan­nels. The web­site made Austria’s most beau­ti­ful play­ground dig­i­tal­ly tan­gi­ble and worked like this: mouse-scrolling did not only let emerge the con­tents, but also con­trolled the ani­mat­ic in the back­ground. Depend­ing on the scrolling direc­tion, the ani­mat­ic would have played back- or for­wards. The scrolling speed had also influ­ence on the speed of the sequence.

The result

For the people’s pas­sion is the tur­bocharg­er that pro­vides Pro­jekt Spiel­berg with the addi­tion­al horse­pow­er that made it a suc­cess. And this is what actu­al­ly made major mile­stones such as a music fes­ti­val, the Ger­man Tour­ing Car Cham­pi­onship DTM, the Red Bull Air Race Spiel­berg, MotoGP and, most impor­tant­ly, the cel­e­brat­ed return of For­mu­la 1 to the Red Bull Ring race track, possible.